When an old business shuts down, years of accumulated capabilities and insights across R&D, institutional knowledge, supplier networks, and more, come to an end. The cost of failure is even higher when a family-owned business (FOB) ends—shared identity and credibility, purpose, and generational aspiration.

An enduring organisation preserves value, and longevity matters even more in India, where FOBs contribute over 75% of GDP (one of the highest shares globally), and could reach 80-85% by 2047. Our research, however, shows that worldwide, while nearly all FOBs thrive under founders, only 30-33% survive into the second generation, 10-15% into the third, and a mere 3-5% into the fourth.

In today’s era of technological disruption, demographic change, and competitive turbulence, understanding the real drivers of longevity is more critical than ever. One pattern holds: enduring companies continuously reinvent—protecting their core while disrupting their edge. This duality enables survival through recessions, technological shifts, leadership transitions, and societal change. A close study of successful and enduring companies yields five core tenets that support longevity.

1. Their purpose transcends the organisation

A deeply internalised purpose—shaped by the founder’s original values—outlives individual leaders, strategies, and business cycles in enduring companies. It keeps the core intact through disruptions and serves as a compass for decision-making when the organisation is at a crossroads. For instance, a Swedish multinational that designs and sells ready-to-assemble furniture has endured for over eight decades. We see that it has expanded globally while preserving cost discipline and a distinctive customer promise by staying true to the founder’s ethos of frugality, accessibility, and design democracy. This has allowed it to repeatedly redesign products, reengineer supply chains, and standardise flat-pack logistics for good design, affordable at scale.

2. Owners and leaders steward the company as long-term custodians

This is a mindset shift from personal authority towards institutional continuity. Strong stewardship requires thoughtful ownership structures, disciplined governance, and intentional succession, protecting prosperity and values through leadership transitions. This mindset builds resilience by prioritising balance-sheet strength, prudent risk-taking, and continuity of the institution over short-term performance. A prominent European family group has thrived for over 300 years and six generations, with influence over companies that together account for over one-third of their country’s stock market value. Its success stems from a distinctive stewardship model that separates ownership from control through long-term foundations, preventing fragmentation across generations and enabling capital allocation with a multi-decade horizon. By prioritising institutional continuity over short-term returns, it has enabled repeated reinvention, resilience through crises, and sustained global competitiveness.

3. Talent is nurtured as a long-term strategic asset

Enduring organisations invest early in developing future leaders, rotate high-potential individuals across roles, and prioritise values alignment over pedigree. This builds a leadership bench capable of sustaining the enterprise through transitions and industry shifts. Talent intentionality also reinforces culture and strengthens resilience. An Indian conglomerate with a strong presence in automotives and electronics has, like many other generationally successful FOBs, institutionalised leadership rotation across businesses, functions, and geographies for both family and non-family executives. This shapes leaders with enterprise-wide exposure, empowering them to have broad, macro perspectives that support strong, meaningful leadership.

4. They demonstrate futuristic governance

Long-lived companies are characterised by governance that is prudent, adaptive, and forward-looking. They ensure greater stability with an emphasis on discipline—through a thrust on accountability, consistency of purpose, balancing short- and long-term priorities, and preventing risk concentration. A major Indian conglomerate with businesses across real estate, agriculture, and consumer goods, among others, clearly separates family ownership, boards, and professional management. This structure has enabled objective capital allocation, disciplined risk management, and leadership continuity—protecting institutional stability during market disruptions.

5. Organisational ‘superpower’ capabilities set them apart

Enduring organisations identify a few differentiating capabilities, such as design, craftsmanship, supply-chain mastery, or customer intimacy, and invest to protect and sharpen these as “superpowers” or strategic moats that competitors cannot cross. A French luxury goods company has preserved artisanal craftsmanship by investing in multi-year apprenticeships and limiting production scale, even at the cost of short-term growth. This long-term commitment has reinforced brand exclusivity and quality that competitors find nearly impossible to replicate.

These five capabilities offer a full blueprint, but every business must prioritise the two or three that will strengthen its foundation for the next decade and the next generation. The family businesses that reach their centennial are not those that pursue every initiative, but those that invest deeply in select, decisive choices and let stewardship guide their trajectory.

 (The author is a partner in McKinsey & Company’s Gurugram office. Views are personal.)